Director of Enrollment Marketing
@ Franciscan University of Steubenville

Date: May 2, 2025 Position Available: Director of Enrollment Marketing Position Reports to: Vice President for Enrollment Management Department: Enrollment Services FLSA Status: Exempt Schedule: Full Time – M-F – 8:30 a.m. – 4:30 p.m., some evenings and weekends   Please apply online:  https://franciscan.edu/director-of-enrollment-marketing/   POSITION SUMMARY The Director of Enrollment Marketing will serve as a strategic leader in shaping and executing a bold, results-driven marketing strategy that drives student recruitment and enrollment growth. In close collaboration with the Vice President for Enrollment Management, this role will develop and implement a comprehensive annual marketing plan that strengthens the University’s brand, expands outreach efforts, and ensures continuous improvement across all enrollment marketing initiatives.   The Director will spearhead the University’s efforts to create and refine a transparent, data-informed, and innovative recruitment marketing strategy that aligns with the University’s mission and strategic objectives. This role demands a proactive approach in leveraging cutting-edge marketing techniques, analytics, and technology to optimize engagement and conversion rates among prospective students.   Working closely with the Marketing and Communications Office, Enrollment Directors, Academic Deans, and external partners, the Director will establish and enforce industry-leading best practices that drive enrollment growth and enhance the student experience. Through strategic leadership, cross-functional collaboration, and a commitment to excellence, the Director will ensure that enrollment marketing efforts not only attract high-quality students but also provide exceptional service to current and prospective students.   PRIMARY RESPONSIBILITIES

• Lead a Data-Driven, Results-Oriented Enrollment Marketing Strategy: In partnership with the Vice President for Enrollment, drive the University’s comprehensive enrollment marketing efforts, encompassing general outreach, direct marketing, and targeted recruitment to consistently surpass annual enrollment goals. Establish and refine policies, procedures, structures, and best practices to ensure efficient and effective execution of marketing and recruitment objectives.
• Develop and Execute a High-Impact Multi-Channel Strategy: Design and continuously optimize a high-touch, high-performance marketing and advertising plan that leverages multiple channels to generate awareness, build engagement, and drive enrollment growth. Work collaboratively with stakeholders to tailor outreach efforts at every stage of the enrollment funnel, ensuring that prospective students receive targeted support from initial inquiry through matriculation and ongoing retention.
• Expand Franciscan University’s Domestic and Global Footprint: Work alongside University leadership to strengthen Franciscan’s presence nationally and internationally by expanding current programs and identifying strategic opportunities for new program development. Spearhead innovative marketing initiatives that amplify the reach, impact, and enrollment potential of the University.
• Leverage Data, Forecasting, and Predictive Analytics: Utilize advanced forecasting models, revenue projections, and performance analytics to continuously refine outreach, marketing, and recruitment strategies. Develop and implement data-driven decision-making processes that optimize student engagement, test new approaches, and ensure the University meets or exceeds key enrollment benchmarks. Maximize the use of cutting edge technology, data systems, and internal resources to support strategic priorities.
• Assess Market Position and Align Programs with Demand: Conduct ongoing research and competitive analysis to evaluate the University’s market standing, program alignment, and audience needs. Stay at the forefront of trends in online and graduate education, ensuring Franciscan’s offerings remain relevant, compelling, and mission-driven.
• Enhance the Franciscan Online Experience: Partner closely with Franciscan Life Online to support the development of an enriching intellectual and spiritual online community. Help create a transformative virtual learning environment that fosters academic excellence, faith formation, and student engagement.
• Ensure Seamless Enrollment and Retention Processes: Work closely with Financial Aid, Finance, and the Registrar’s Office to facilitate a smooth and effective onboarding experience for incoming students. Recognize that marketing does not end at deposit submission—develop and implement ongoing engagement strategies to ensure students remain connected, supported, and committed to their academic journey every day.
• Lead and Develop a High-Performing Enrollment Marketing Team: Provide visionary leadership, motivation, and professional development to a dynamic enrollment marketing team. Establish clear goals, performance metrics, and accountability measures to drive excellence in recruitment, retention, and team success. Ensure effective talent acquisition, training, and retention to sustain a high-impact marketing operation.

This is not intended to be an all-inclusive list. Additional duties, expectations and responsibilities may be added or changed as needed to meet the University's needs.   REQUIREMENTS Must understand, support, and embrace the mission of Franciscan University of Steubenville and possess the following:   Work Experience

• Minimum of five (5) years’ experience in higher education leadership in marketing.
• Minimum of five (5) years’ experience with progressive job responsibilities. Strong preference for candidates who have successfully led teams to achieve enrollment and revenue goals.
• Experience with best practices for direct marketing using multi-channels and multi-modal approaches (direct mail, email, phone calls, digital marketing, texting, etc.)

Education/Credentials

• Bachelor’s degree required.

  Non-Technical Skills & Competencies

• Mission-based Leadership: Understands, embraces, and advances the University’s Catholic and Franciscan Mission. Takes specific steps to visibly witness and champion the University’s values/charisms; inspires and challenges others to express and support these values through their daily lives and work. Develops and implements activities and programs that establish and maintain a sense of unity and shared purpose, and ensure the University’s mission, vision, and values are highly visible and integrated into all student recruitment and enrollment activities.
• Strategic Leadership: Examines relevant trends and projections, and seeks the insights of multiple stakeholders, to anticipate change and address future implications for the institution. Develops an inspiring and realistic, longer-term vision of where Enrollment Operations needs to be and why, as well as a strategy for getting there. Ensures the vision and strategies are translated into clear, ambitious but realistic strategic priorities. Facilitates execution by ensuring performance indicators or milestones, ownership accountability, budget and resource decisions are rationalized across the strategic priorities. Understands and communicates how the recruitment and enrollment strategy and the other divisions’ strategies connect and contribute to the broader institutional strategy and to each other.
• General Management & Planning: Ensures the development, implementation, and continual evaluation of an organizational structure (internal entities and external service providers), culture, practices, processes, policies, procedures, and management systems that facilitate effective planning and goal achievement. Takes specific steps to continually improve the enrollment function’s structure and processes to ensure they are functioning effectively (e.g., rigor of oversight and quality of decisions) and efficiently (e.g., costs, ease of process and timeliness of decisions or outcomes).
• Business Acumen & Drive for Results: Demonstrates understanding and application of key financial indicators and the fiscal management principles needed for sound business decisions. Evaluates and improves on the investment in and return on resources and key expenditures, ensuring effective use and stewardship of university resources. Ensures the pursuit and achievement of results by setting and communicating clear short-term priorities and expectations for the function. Tenaciously pursues priorities with passion and energy, holding self and others to the highest standards of achievement and accountability. Establishes and uses effective reporting and feedback processes to monitor progress, anticipate problems, remove obstacles, and make course corrections as needed.
• Interpersonal Communications Skills: Effectively uses both formal and informal means of communications and influence to generate understanding, alignment and buy-in. Finds common ground and gains cooperation with minimal disruption and fall-out. Comfortably engages with and relates well to all people above, below, at a peer level, inside and outside of the organization. Is sensitive and adapts to how different people, teams and organizations think, engage and function. Uses empathy, diplomacy, and tact to build relationships and diffuse high-tension situations.
• Customer Focus & Service: Is dedicated to and tenacious about meeting the expectations and requirements of prospective students, parents, and families. Solicits and uses prospective, former, and current student information, feedback, and insights to improve the recruitment and enrollment experience. Thinks and acts with the student’s interests, challenges, and needs in mind; displays a strong service orientation, and sense of urgency and responsiveness to their needs, inquiries, and requests. Probes and listens effectively to determine their position, challenges, or needs. Quickly and accurately interprets those needs and recommends optimal solutions.
• Change Management & Engagement: Fosters an environment of creativity and openness to the Holy Spirit. Demonstrates the courage and fortitude needed to balance patience and deliberation with persistence and urgency. Authentically engages others – recognizing that authentic transformation comes from buy-in and partnership rather than compliance. Drives renewal, innovation and continual improvement of processes and practices. Models and encourages challenging the status quo to find more effective and efficient approaches. Facilitates creative thinking, brainstorming, and piloting of new ideas and approaches – using both success and failures as learning opportunities.
• Leading & Developing Self & Others: Demonstrates a commitment to ongoing individual conversion and growth. Uses feedback and self-awareness to continually grow and sharpen one’s own leadership skills. Creates and seizes opportunities to motivate and support the performance and growth of others including training, teaching, coaching, and mentoring them. Equips and empowers others to act.

  Workplace Factors

• Must be able to travel and work flexible hours.

  Candidates must submit an online application, a resume and a cover letter that demonstrates their fit for the position based on their experience, accomplishments, and skills as well as their desire to advance the mission of Franciscan University. Please apply online:  https://franciscan.edu/director-of-enrollment-marketing/   For other information and job postings, visit our website at https://www.franciscan.edu   Franciscan University of Steubenville is committed to principles of equal opportunity and is an equal opportunity employer.  

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